Marine Layer
Role: Copywriter
Creative approach: Marine Layer is a San Francisco-based apparel brand known for its quality t-shirts. I developed the brand voice to drive engagement, owned and executed the content calendar, and wrote and produced quarterly 64-page catalogs, assisting with casting, styling, and art direction.
Result: During my tenure, the catalog response rate increased by 158%, driving over $2M in revenue. The creative system and voice guidelines I built continue to scale with the brand today.
Catalogs
My goal was always to strike the right balance between informational (these tees are indigo-dyed) and brand love (My name is Indigo Montoya...you killed my father. Prepare to dye.)
Photographer: Kirby Stenger
Emails
I planned and wrote bi-weekly emails with an average 21% open rate and $15K revenue generation.
Art Direction
I pulled references for moodboards, tracked SKUs on set, and met with merchandising and design before each shoot to determine priorities and get the scoop on product storytelling. These photos are from a three-day shoot on location in Puerto Rico.
Photographer: Kirby Stenger
Back to home